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In her SocialMedia.org Member Meeting case study presentation, Logitech’s Head of Global Social Media, Reagan Freyer, talks about how Logitech is managing a global social media presence.
Below is live coverage of this session:
— We’re going to talk about the complexities of managing a global brand across social media. What I’ve found interesting coming to Logitech is that we take global from a different approach. We want to understand that your role is a global social marketing is not to have to answer but understand what can be processed and brought to the regions.
— So what’s the big deal? The reality is that we’re talking about multiple regions, multiple products in our portfolio. I tell people it’s not as easy as you think it is. Many of you know we are a consumer tech company, but we actually have three master brands. So how do we simplify? Our brand story, heritage and values. How do we keep these stories consistent across regions?
— Keep it simple. We started by defining a worldwide social strategy. By defining a worldwide strategy, this would become the foundation and tool kit that would be used by all of our regions. Then we could take that strategy and customize it by regions.
— Establish key pillars of the global social approach, our pillars are listening and analytics, content, channel, paid, and influencers.
— We start with tools to see how people are referring to us. We also look at our competitors. These help us decide what content to create. The insight informs the content, the content then plays into the channel strategy. Everyone here knows that each channel plays a purpose. We go to different channels for different reasons so we really need to keep that in mind with our strategy.
— From the channel strategy, there’s paid. We try and look at where to put our money. For regions we provide guidelines. Then there’s the influencer piece. Right now, they are the centerpiece of content creators. We consider these pillars as the core of our strategy.
— From these pillars we built an eco-system. The reality is that social touches upon marketing, customer care, etc. So for us the eco-system had to be simple. It all starts with content and conversations because that’s what’s going to make the emotional connection with consumers.
— These are the tools that work for us: Sprinklr, Wayin, Traackr and Crimson. We need to use global tools for ourselves. We use Sprinklr for publishing for moderation. Tracker is used for tracking influencers. Crimson lets us understand share of voice and sentiment. Wayin is a visualization tool that helps with UGC. We have over 100 accounts spread across regions, this helps us spread the message across channels.
— The idea is taking a global strategy and localizing it. We start with the global strategy, we provide them the framework, tool kits, guidelines and more. This gets split up into regions and they take these tools and localize it.
— So does it end there? That’s the gist of our strategy, but it doesn’t end. We’re in constant communication. We do monthly calls with our key countries. First we go deeper for more insight. Media machine content model. Express the brand at every touch point. 360 integration with fans and influencers.
Q: Can you tell me about where social falls in your attribution model and how you work with distributors and retailers?
A: Social sits in the tenth portion. I don’t look at us at the top of the funnel awareness. We have the potential to drive conversion and engagement. It’s different across regions. Retailers are a huge component so there is a fine balance on how we integrate them.
Q: How do you moderate companies that are outside of the U.S. to make sure they are on brand and strategy?
A: We ask for English translations. We are fortunate to have people who are multi-language as well. We also walk regions through guidelines during our monthly calls. These calls become extremely helpful because we discuss best practices, content calendars, and more.